As part of the Mainz Management and Marketing Forum (M³) at Mainz University of Applied Sciences' School of Business, Guy Tiebackx, CEO and Managing Director for Germany, and Sandra Stegmann, Marketing Director Germany & International Brand Director hohes C at Eckes Granini, analyzed the challenges facing the juice industry and presented the company’s strategic responses.
Under the title Saftbranche sucht Alternativen zur Orange – In der Krise die Chancen nutzen (Juice industry seeks alternatives to orange–seizing opportunities in the crisis), the presentation addressed the rising raw material costs caused by climate change and declining juice consumption. In response to these challenges, Eckes Granini has taken various measures to strengthen the hohes C brand and expanded its range both within the fruit beverage category and in new categories such as hohes C Vitamin Water. The new product line with vitamins and minerals, with no added sugar or sweeteners, is aimed specifically at health-conscious consumers looking for fruity refreshment.
Around 230 students attended the event and gained exciting insights into Eckes Granini’s adaptation strategies, innovation processes and future-oriented brand development.
